Who’s ready to express themselves through sound?
Roblox is no longer just a gaming platform; it's a space for Gen Zers to truly express themselves. 56% now say their avatar style is more important than their real-world style. We wanted to challenge this one-dimensional notion of self-expression on Roblox and take it to a new level.
Our Approach
We built a space where players could express themselves in ways never before possible in Roblox. By exploring different environments and engaging in mini-games across the land, players can create unique sounds - whatever they may be! Every sound can then be played on the land's Jukeboxes for all to hear, making the soundtrack of JBL Land truly for the players, by the players.
Our Process
JBL Land isn't just an activation, it's a constantly evolving platform. We launched with a Remix Bar, JBL Store, Flamingo Waterpark, and Forest area for players to explore. But that's just the beginning. We've also hosted a variety of events while opening new areas like Snow Party and the Martin Garrix Music Academy. There's more, stay tuned.
The Results
The campaign led to:
- 41.3M+ views on socials
- 73.3M impressions on Roblox
- 1.9M+ land visits
- 1.1M engagements
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